Purpose - The purpose of this research is to examine the effect of acquisitions on brand image and to examine the effectof acquisitions on the purchase intention, with an area of application on Nescafés’ acquisition of Bonjorno.
Methodology - The researchers used primary and secondary data to measure the relationship between the variables by assessing the results of questionnaires distributed among 246 participants using IBM’s statistical package for the social sciences (SPSS).
Findings - The researchers found that there is a positive relationship between the acquisition, brand image and purchase intention. However, the strength of the relationship varied depending on the brand.
Implications – Acquisitions are often measured based on the effect on the company rather than the customers. This research studies the effect of customer perception of acquisitions on the brand image and purchase intention.
Key Words - Acquisition, Brand Image, Purchase Intention